Reflections on our work life on the one year anniversary of being acquired by TechTarget

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On November 20, 2008, Gabe and I wrote that The Brian Madden Company had been acquired by TechTarget. It's hard to believe it's been a year already, although it's cool that I finally know most of my coworkers' names.

cake On November 20, 2008, Gabe and I wrote that The Brian Madden Company had been acquired by TechTarget. It's hard to believe it's been a year already, although it's cool that I finally know most of my coworkers' names. In the past year I also I learned the importance of getting a cubicle that's in close proximity to the kitchen. (Trust me. Ease of access greatly outweighs the increase in foot traffic.) And I learned that an entire day can be ruined by missing out on the free bagels in the kitchen on Bagel Wednesday. (Never mind that I can buy one for a quarter from one of the three places I walk by each morning.)

I've been lucky enough to spend time talking to hundreds of people in our industry over this past year, and whenever the topic of my job comes up everyone always asks the same three or four questions about post-acquisition life is like now. So I thought today I'd share some thoughts on what we're asked most.

"Are you still allowed to write whatever you want?"

This one is simple: Yes. In the past year, no one at TechTarget has ever tried to edit, censor, influence, or control anything we've written. That was really important to us when we sold the company, and we're happy that it's been the case since then.

Of course that doesn't mean that everyone agrees with what we write (or even that everyone at TechTarget agrees with what we write). But that's fine with us. It's important that everyone knows that what we write is our own opinion, regardless of how stupid you may think it is. And I think we've shown that over the past year we have no problem sharing our honest thoughts.

"Why did you sell the company?"

Before TechTarget, The Brian Madden Company was a lifestyle business. We worked hard, but not too hard. We paid attention to money, but just so we had enough to pay the bills and our salaries. We didn't really think about growth or the future too much, because we really just wanted to do cool stuff. When I quit my job at HP to become a full-time blogger back in 2003, I initially spent about 90% of my time writing. Over the years I spent less and less time writing and more and more time running the business. Not that it was bad of course... I mean I could count my two best friends as coworkers and we got to have the company holiday party wherever I wanted, but I wasn't exactly doing what I wanted to be doing.

In May 2008 I got a call from Jon Brown at TechTarget. It was a few weeks before BriForum and I was living in a temporary apartment in Chicago. After some pleasantries he essentially said, "We want to talk about working together to build a desktop virtualization site, or possibly even acquiring you."

At this point I had no desire to be acquired. I was my own boss, living the dream! Fortunately I figured I should at least hear the guy out before saying "no," so I told him that I was super busy with BriForum but that I'd call him back in a month.

Once BriForum was over, Gabe and I flew to TechTarget's headquarters in Boston to meet with their execs. We figured the ball was really in our court since they came to us and we really didn't want to sell. We were nice to them, but also definitely felt like they needed to impress us. It didn't take long. When we sat down with Greg Strakosch, TechTarget's CEO, the first words out of his mouth were, "We want to take the *** work off of your plates so that you guys can just do what you do best." It took every once of self-control I had not to jump up and yell "SOLD!" right then!

We left the meeting, had some beers, and talked everything over. All-in-all it took another four months to get all the details worked out. (And to complicate things further, we were going through a platform migration on, so we had to show them that we weren't going to lose all our traffic after that.) The migration went well, we didn't lose ANY traffic, and we ended up closing the deal on November 18.

My very first big company experience was that TechTarget issued a press release on November 19 which they didn't tell me about ahead of time. I was at a seminar in Washington DC that day, so I didn't know about it until I got home where I was completely caught off guard. I called Gabe that night thinking, "What have we gotten ourselves into?"

I flew back to San Francisco (where I was living at this point) the next day to find my new hire paperwork at my apartment. That's when it hit me that I had a "real" job again. I didn't have the return address for the paperwork, so I hit to look it up and discovered that TechTarget has an office in San Francisco!

My job was officially "remote," but working from home for almost ten years made me want to work in a real office again. Plus it doesn't hurt that the rest of my team (and my boss) would be 3,000 miles away. Even though my boss thought I was crazy ("You know you don't have to do this" he kept saying), he was cool with me working at the office and I made arrangements to go in a few days later. My first day ended up being the Tuesday before Thanksgiving. When you work at a company where the average age is 24 and most of the kids working there are from the East Coast, the Tuesday before Thanksgiving is a VERY sparse day at the office.

I showed up and rang the doorbell and was greeted by Pete, our local IT guy. (San Francisco is a branch office with about 40 people.) Pete was clearly surprised by my visit, and being one of only about three people in the office that day, he sort of said, "Umm.. I guess you can sit here" when I asked about a desk. Then he asked if I had a laptop, at which point I pulled my Mac out of my bag and Pete muttered something under his breath.

After a quick setup Pete left, and I was left in an office so quiet I could hear the blood flowing through my ears. I remember thinking that I had made a huge mistake for the second time in a week.

Fortunately things picked up. I moved to a better cubicle after a round or layoffs (the 10% staff cut that just about every company did in the end of 2008), and I hung the disco ball that I won at the Yankee Swap which took place during the company's ugly sweater party. (Hint: Goodwill's Ladies Department) Now I'm settled in. I have my cubicle with several monitors and about five computers; I have the little studio for Brian Madden TV; and I ride my bike to and from the office each day.

"How do you like it so far?"

Honestly being part of TechTarget is everything we'd hoped it would be. Sure, there's about 20% more bullshit than we had before in some areas--I filled out my first employee self-evaluation HR form a few weeks ago—but there's also about a 50% drop in bullshit in other areas. (No more finances. No more accounting. No more selling. No more worrying about the livelihood of my friends.) So overall, we're looking at about a 30% net BS drop.

It's funny working for a real company though. Like our SSL VPN doesn't support Windows 7 (or at least our IT department doesn't support Windows 7), so that means I have multiple VMs—an XP one for email and a Windows 7 one for everything else. And it's funny that if I need to change something about my Verizon service, I submit a helpdesk ticket instead of calling *611.

Of course this disconnect is great when problems occur. Like one day a few weeks ago, emails sent to would bounce. So I called the helpdesk and submitted a Priority 1 ticket, and soon after my email started working again. I don't know what was wrong. I don't know how it was fixed or even who fixed it. All I know is that it has nothing to do with me. (Holy crap... I'm a user!?!)

But to really get an idea for how much we like it, just look at and let the results speak for themselves. Before TechTarget, we used to write what, two, maybe three articles per week? Now we do five new pieces a week on most weeks. And of course there's Brian Madden TV. And daily podcasts. And the fact that I actually go home at night and do things that aren't work.

What's next in 2010?

We don't exactly know what our 2010 will bring. From an industry standpoint, we'll see the continued maturation of the products, the mainstream release of client hypervisors, and more people than ever exploring desktop virtualization. And Gabe and I will be right there with them with Brian Madden TV and daily articles and podcasts and our eighth(!) BriForum. (Which will be in Chicago again, BTW.)

So thanks to all of you for reading, thanks to TechTarget helping us when we need it and staying out of our way when we don't, and thanks to the 120 desktop virtualization vendors whose confusing products guarantee that we'll be even stronger in 2010.

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Glad to hear it was all that you guys expected, and thrilled to see the quality and quantity of news and articles as in no way decreased. Good luck with 2010 :-)



LOL @ "Holy crap...I'm a user"



The amount of information that you, Gabe, and everyone else put into this site is astounding. I visit this site on a daily basis to get my dose of DV and ADD.

I also have to say that every comment that AppDetective adds doubles the dosage.

I am currently an app developer with a server admin background (and Citrix exp.) so since I currently don't belong in the DV industry I find this website amoung others to be extremely valuable.

But regardless if you're in the industry or not, this website and the forums are full of valuable technical information definitely worth reading.

Thanks again for all of the hard work you put in.


Congrats Brian, it seems that the move proved to be good one.

And now given your 1 year anniversary, why not drop the mystery and admit AppDetective is your alter-ego that you use to generate even more discussitive content in addition to post themselves. ;-)


Congrats, keep up the good work it's a good thing you do. Am I thanking myself?


I liked it fine until, in a spam purging move, my account was deleted because I was named John Smith!  

I was actually on the road to being a top 100 poster when I got the axe.  I don't think this would have happened pre-techtarget.  

That said...I changed my username! Not sure what my parents where thinking anyway, post 9/11 being John Smith has proved to be a pain in the ass.  This ranks a very distant 2nd to being detained at Newart for an hour and missing my connecting flight.  

Contrats Brian



Brian congrats on the one year anniversary.  I for one is one the one's that really thought you sold out when you made this move, however after reading your side of the story and witnessing that your sight and personality is still the same as it was before; I'm definitely taking everything back.  The change has seemed to improve things for both your team and us the audience.  One I can only ask is that please don't start requiring a login in order to access your articles like many of the TechTarget sites do.  This feature really ends up being more of an annoyance for the audience, which often results in me being turning away from an article that I was previously eager to read.


@jmsazboy, I can assure you that your account getting deleted had nothing to do with TechTarget. Gabe and I actually still run our own web servers in our own domain.. I actually don't even think anyone at TechTarget would know how to access them if they wanted to! (Hmm.. we should probably actually change that.) I still don't know what happened to your account, but I can absolutely guarantee it had nothing to do with TechTarget!


@Craig, don't worry: We have no plans for to require user registration to get to any content. In fact is now as fully "TechTarget-integrated" as it's ever going to be. So what you see now is what you'll get for the foreseeable future.